Conor McGregor whiskey launches in Australia

March 14, 2019
By Alana House

Irish boxer Conor McGregor is celebrating St Patrick’s Day by launching his Proper No. Twelve Irish Whiskey in Australia. 

The announcement comes just weeks after Proper No. Twelve launched in the United Kingdom. With this launch, the brand is now available in four countries including Ireland and the United States, where the brand has experienced record-breaking demand and sales in just its first six months on the market.

The brand’s social media @properwhiskey is already the top spirit handle in the world clocking in at over 577,000 followers on Instagram, featuring exclusive content and videos created by McGregor himself.

“Today marks another great achievement for Proper No. Twelve,” McGregor said. “Landing in Australia before St Paddy’s Day was my goal given the many thousands of requests we have had there since our Ireland, US and UK launches.

“I appreciate the support from the people of Australia. This is a proper Irish whiskey from a proper Irishman made with Ireland’s best spring water, fine golden grain and single malt. It is pure liquid gold.”

McGregor added: “Many ask where the name Proper No. Twelve comes from. I was born and bred in the Dublin suburb of Crumlin, Dublin 12 – this is a proper Irish whiskey and being a ‘Dublin 12 Man’ we named my brand Proper No. Twelve. My success can be traced from the lessons I learned growing up in D12, the values of loyalty and hard work. It is a brand made for all, not the select few. I respect other whiskeys, but we are coming in strong and with purpose. As of today, we have shipped close to 200,000 9-liter cases from the distillery, an incredible level but only the beginning for me and my Proper team!”

McGregor has also committed to donate $5 for every case sold to local first responders and emergency service organizations and charities, up to $1 million annually. The organisations will be identified for each country around the world and donations will go directly to specific countries where sales take give back in a meaningful way.

“First responders and emergency personnel all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need,” said McGregor. 

Proximo Spirits is the global distribution partner for Proper No. Twelve. The brand is now available in Ireland, the United States, the United Kingdom and Australia. Proper No. Twelve is 40% ABV.

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